birthing a brand

What’s in a name? Several rounds of creative ideation, months of focus group research, a lot of legal wrangling and a little gnashing of teeth.

That’s the process that unfolded as we embarked on an assignment to build a brand identity for Ainsworth’s new engineered subfloor solution. Elements included naming, developing a logo and graphic identity, and creating launch communications including advertising, collateral, a white paper and trade show materials.

PointSIX™ emerged as the eventual name winner, teeing up the story of the product’s key difference – a tiny tapered-edge treatment designed to offset the effects of moisture. (In laboratory flood tests, Ainsworth engineers had found a .6mm taper to be most effective in reducing edge swell.)

The graphic identity, including wordmark and logo, followed with an elegant play between the “point” dotting the “i” and the all-capped “six.”